Hey, I'm Lubna.
Brand Strategy
Everything else stands on this. Market, competitors, audience, positioning, argued, mapped, written down in one document your whole team can point to. Who you are. Who you're for. Why it matters.
Brand Voice & Messaging
Most brands have a logo. Very few know how they sound. I write the voice, tone, vocabulary, what you say, what you never say, and how it shifts between a caption, a pitch, and a president visiting the office.
Content Strategy
A system, not a calendar. Pillars, formats, platforms, cadence, a framework your team can run for six months without asking what to post and when. Content pillars will keep them innovative and up-to-date, regarding relevant trends and not to only stick with a fixed calendar.
Creative Campaign
The concept. The hook. The line the campaign runs on. I find the angle, write the brief, and hand over something a director, a designer, and a media buyer can all work from without a follow-up call.
Copywriting
Copy that sounds like a person wrote it, and like it was written for the person reading it. Ads, scripts, captions, headlines, websites. Arabic and English. Written for the Iraqi and Arab market, I know the register, the humor, and what makes people stop scrolling.
Video Concept, Script & Direction
From blank page to camera-ready. Concept, script, direction. You bring the camera. I bring the reason to point it somewhere. Brand film, campaign, documentary, advocacy, done all four, in-country, on tight days.
Lubna is one of the most brilliant copywriters I know. She gives life to words that would otherwise sit dull on the page. Most of what I know about writing excellent Arabic copy, I learned from her.
Jameel Amir
Founder, Tajarib Podcast
Lubna worked with us like she'd always been part of the team. Dedication, knowledge, professionalism; she brings all three to every project.
Tarek Bilal
Former MD, Qi Group
From day one, I saw the passion, the intelligence, the craft. I knew Lubna would grow into something significant, and I'm certain she has more to give.
Ammar Khatib
Former ED, The Station
Lubna was a brilliant addition to our team; passionate, invested, and careful with every piece of work.
Mohammad Samarraie
CD, Crazy Town Agency
01
Discovery
Before strategy, understanding. I read what you've already done, talk to the people you talk to, audit the market and the moment. Not to prove I know it, to make sure I do.
02
Find The Insight
Every brief hides one true thing. A behavior. A gap. A contradiction nobody's said out loud. I don't move until I find it. Everything after this rests on it.
03
Build The Strategy
The problem becomes a positioning. The positioning becomes a voice. The voice becomes a concept, written in the language your audience actually uses. Built to be shot, not just presented.
04
Deliver & Handover
One document. Every question a director, designer, or media buyer will ask, already answered. I've been on the shoot days. I write briefs that survive them.